In recent years, “reverse tourism” has emerged as a new trend among young vacationers in China. In the past, people used to flock to well-known yet generally crowded destinations when they went on vacation. Today, more and more young people are choosing to spend their free time at lesser-known resorts that have little online exposure and can therefore offer a more unique and relaxing vacation experience. The rise of reverse tourism has both provided vacationers with more options and injected new energy into the tourism market.